Google Ads budget calculator

Divide the monthly amount by 30.4. A monthly plan of $3,040 gives an average daily budget of $100. The factor is Google's monthly budgeting convention; it is not the number of days remaining in the current month.

For most campaigns, a day can spend up to twice the average daily budget. The $100 example therefore has a typical daily spending limit of $200. The calculator assumes an unchanged budget for a full month. Pay-for-conversions campaigns, total campaign budgets and mid-month budget changes need their own rules. Check the spending limits source before applying an amount.

Expected clicks equal monthly budget divided by CPC. Expected conversions equal clicks multiplied by conversion rate. CPA equals CPC divided by conversion rate expressed as a decimal. At $3,040, $2 CPC and 4% conversion rate, the scenario is 1,520 clicks, 60.8 conversions and $50 CPA.

Fractional conversions are an expectation across repeated periods, not a count you will see in one report. Replace the example inputs with comparable recent account data or Keyword Planner estimates. These are not industry benchmarks, and the tool does not predict auction prices or available traffic.

Try a higher CPC and a lower conversion rate. At $3 CPC and 2% conversion rate, the same $3,040 buys about 1,013 clicks and 20.3 conversions at $150 CPA. Compare that CPA with what the business can afford before deciding to spend more.

Brand and non-brand searches, locations and campaign types can have different economics. Model them separately, then add their budgets. Keep the same conversion definition, attribution window and currency across the comparison. If an account cannot spend the planned amount, this full-spend scenario overstates both clicks and conversions.